Why the New H&M Campaign Featuring Ashley Graham Isn’t as Body Positive as It Seems

H&M is taking strides toward body inclusivity…sort of. The retailer’s autumn/winter Studio Collection, which launches September 8, will include plus-size styles. And what’s more, the campaign for the limited edition line features body positivity advocate and stunning plus-size model Ashley Graham.

But there's a caveat: The super chic clothes Graham is modeling will not be available in H&M stores. Women looking for the styles in size 12 and up will have to shop on hm.com, which means they'll be denied the in-store experience afforded other customers.

"[You miss] going with your friends, trying things on, and taking advantage of all the touch-and-feel retail moments brands spend so much time and effort curating," style blogger Kellie Brown pointed out in an interview with Allure.

H&M sent the following statement to Allure: “H&M’s product range has grown in the past few years and this means not all stores have room to present all our fashion concepts and size ranges. Instead we are happy to offer our customers the full H&M Studio collection online.”

Here's hoping the controversy surrounding H&M's decision will send a message to the brand and others. In the meantime, we’ll continue to gawk at the ever-gorgeous Graham.